The significant growth of supermarkets owned, managed and franchised by people of Indian origin (mostly from India and Fiji) in Auckland and other parts of New Zealand over the past few years has created a wider choice for shoppers.
According to Saiyad Kaiyum Shah who owns the Trimmer Dairy on Shirley Road in Papatoetoe, such a choice has also intensified competition, to cope with which, retailers endeavour to add value to their products and services.
These include lower prices, stock clearance sales and weekly or fortnightly specials.
While cost-effectiveness and lower prices attract customers, the need for innovation, diversification and expansion is also pronounced, he said.
The dairy and superettes business has become a stronghold of the Indian community with almost 90% of the outlets in New Zealand owned and managed as family enterprises by people of subcontinent origin.
New entrants follow the example set by seniors in the industry, among who is Trimmer Dairy is a force to reckon with.
A former Nadi resident in Fiji, Mr Shah migrated to New Zealand in 1989 but getting a job was tough. Three years later, he realised that self-employment was the best course to progress.
Purchase of the Trimmer Dairy followed, and the rest is history.
Hard work never deterred or bothered Mr Shah.
He enjoys dealing with customers who drop in to purchase a range of products, including top quality Fiji kava, which is very popular with the Fijian community.